Formation of Tourism Marketing Panel

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A decision made 13 November 2009 regarding: Formation of a Tourism Marketing Panel.

Decision Reference: MD-E-2009-0199
Decision Summary Title :	Formation of a Tourism Marketing Panel.		Date of Decision Summary:	5 November 2009
Decision Summary Author:	Director of Tourism & Marketing		Decision Summary: Public or Exempt? (State clauses from Code of Practice booklet)	Public
Type of Report: Oral or Written?	Written		Person Giving Oral Report:	n/a
Written Report Title :	Jersey Tourism –Marketing Advisory Panel. Terms of Reference and Appointment process.		Date of Written Report:	19 October 2009
Written Report Author:	Chief Executive		Written Report : Public or Exempt? (State clauses from Code of Practice booklet)	Public
Subject: To approve the Terms of Reference and appointment process for the appointment of a marketing advisory panel for Tourism.
Decision(s): The Minister agreed to the formation of an advisory marketing panel for Tourism and instructed the Director of Tourism & Marketing to appoint an advisory panel.
Reason(s) for Decision: As we move closer to a Public Private Partnership with the Tourism Industry, the department believes that a specialist panel of marketing experts from the industry would provide valuable input to the Jersey Tourism marketing planning and execution process.
Resource Implications: No additional financial resources will be needed.
Action required: The Director of Tourism & Marketing to advertise the opportunity for application by interested members of the Industry. An announcement was to be made by the Minister on 5th November 2009 at the Annual Tourism Industry conference. Appointment will be made in accordance with the policy on public appointments approved by the Appointments Commission.
Signature: Senator A.J.H. Maclean		Position: Minister for Economic Development
Date Signed:		Date of Decision (If different from Date Signed):

Formation of Tourism Marketing Panel

Jersey Tourism –Marketing Advisory Panel

Terms of Reference and Appointment Process

In 2008 and 2009, with the clear objective of further improving public – private sector partnership working on the Island’s marketing and promotion activity, Jersey Tourism formed a “Tourism Task Force” and latterly as smaller focused “Tourism Forum”. Both groups added significant value to the development and funding of the 2009 marketing programme and, in doing so, strengthened the case for a more integrated approach. As a direct result of this success, The Economic Development Minister proposes formalising the public-private partnership working by establishing a Marketing Advisory Panel (MAP), chaired by the Chief Executive of Economic Development and comprising members of the Industry who will be consulted on marketing plans in advance of campaign activity.

Terms of Reference

The MAP will have the following terms of reference:

Act as an advisory, rather than decision making, body. Ultimate decision making will remain with the Minister for Economic Development

To provide input into the development of partnership marketing plans. This advice will include, but not be limited to:

Creative content

Channels to market including the allocation of budget across all channels

Website development and use of Web 2.0

Development of partnership marketing

Events programme

PR programme

MAP will be comprised of 6 Industry representatives and the CEO of Economic Development, working with two Jersey Tourism officers.

MAP will meet on a quarterly basis at a frequency aligned to the annual budget cycle. This will allow for work on planning for both future seasons and in-season variations to the marketing and promotion programme

MAP will invite the Minister for Economic Development to attend two meetings per year. Invitations will be made to allow review of future year plans and a mid-year review

Appointment Process

The appointments process will be open and transparent.

Volunteers will be sought who are prepared to meet 4 times per year with the management team of the Department

The objective is to appoint a representative sample of tour operators, hoteliers and attraction managers to ensure a balance of input and ideas across the industry.

Preference will be given to those engaged in full time marketing for their respective organisations.

Final decisions on the appointment of MAP members will be made by the Minister for Economic Development.

MJK 24 September 2009